By Patricia Sellers, editor at large

Creepy. The word was tossed around a dozen times in a morning session called "Hyper-Personalization" at Fortune's Brainstorm Tech conference.

If you think that the Internet knows too much about you -- that you like United vs. Delta, the Yankees vs. the Mets, and that you're hunting for a new job -- just you wait. Right now, the Internet is in the primitive stages of personalization.

"It's really early," noted Marissa Mayer, Google's (GOOG) VP of search and user experience. While hyper-localization -- customizing online services to local markets -- is a hot strategy for many Internet startups, from Foursquare to Groupon to Gilt Groupe, Mayer said, "Hyper-personalization may be even more interesting." More